Wednesday, May 10, 2006

Gender, Generation and Jobs Influence WOM Marketing Strategies

A new study by Lucid Marketing marketing, titled, "U.S. Adults: Word of Mouth Communications," found that women were more likely than men to share a positive experience with a business (91% to 83%) or recommend an enjoyable product (95% to 89%). And, full time employees made substantially more daily contacts than those not in the workforce, while those with household earnings of more than $100,000 were more likely to make recommendations than those earning less. The study showed that women tend to prefer verbal communications to other forms of contact, whereas men tend to prefer email.

Kevin Burke, President of Lucid Marketing, said "The study supported many of our notions about reaching consumers through WOM and surprised us in others." He added that there are a number of interrelated consumer trends that are fueling the growth of WOM as a marketing tool. The Internet empowers consumers and accelerates the flow of information and communications like never before. Other factors include the diminishing effectiveness of mass marketing, rising consumer distrust of advertising, and greater emphasis by marketers in targeting their best customers.

The report contained highlights, conclusions and marketing recommendations:

  • Full time employees make as many daily contacts as part time employees and stay-at-homers combined.
  • Stay-at-homers tend to make more daily visits to chat rooms and message boards
  • There seems to be no apparent increase in WOM activity for people with incomes from $75,000 to $90,000. The results showed an acceleration in WOM likelihood for households earning $100,000 and above
  • 49% of Gen Y have built a website and one quarter have their own blog
  • Gen X and Boomers tend to use email more often and are more likely to spread positive WOM
  • SilverBirds have more activity in message boards and chat rooms than Boomers and nearly equal activity to Gen X. This is likely due to their desire to reconnect with family and friends, and to discuss health, medical and other issues of aging with peers and professionals

The study may be accessed for free here.

Source: Center for Media Research

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